" Entrepreneurial Leadership and Project Management3. Build content and digital strategy in collaboration – building of and integratedmarketing plan takes account of the creation, repurposing, amplification and syndica- tion of content, which will work across all the channels. This is also important to inte- grate the offline campaigns for maximizing the reach across the TV, radio, and print.The scale can be build when the digital and traditional advertising work in collabora- tion. 4. Structure and alignment of digital marketing terms – the company have to ensurethat their internal departments and digital channels are optimized and well-structuredfor work in union. 5. Execute, optimization and measurement of success – The digital marketers neverhave the time to take advantage of technology, analytical integrations and proper in- formation to help evaluate the value of digital marketing. Evaluating content perform- ance is a vital part of this process which allows marketers to produce smarter and bet- ter content and support future deals in content and digital marketing (Adzharuddin,2013). Page 7 of 21Entrepreneurial Leadership and Project ManagementPart TwoThe role of content marketing to build customer relationship with the target audienceacross digital platformsA couple of associations like Mark and Spencer's usage content publicizing channels to havepurchasers like the substance, comment on the substance and share the substance. With itstruly new nearness, Mark and Spencer's are as of late misusing its application. Right away,Mark and Spencer's have been to an extraordinary degree productive with its use. With theaugmentation of web-based systems administration, Mark and Spencer's have had the mag- nificent achievement on destinations, for instance, Facebook, Instagram and Twitter to show- case their things content(Evans, 2008). The improvement of web based systems administra- tion advancing is helping expand content showcasing as well. A showcasing relationship us- ing a substance is one that continues running over a more drawn out time span, regarding theentire customer life cycle and from a measurement perspective the customer lifetime regard.The advancement of online person to person communication promoting is developing sub- stance showcasing as well. Destinations, for instance, Facebook, Twitter, and Instagram allgive a direct and sensible technique for advancing substance(Gunelius, 2011). Facebook,probably the most used channel, grants associations to post information by a method for di- vider posts, pictures, or recordings on a business' page for the world to see. This grants cus- tomers to get the information about things and starting there, they can bestow it to variouscustomers on Facebook's site. Next is Twitter(Evans, 2008). Twitter licenses Mark andSpencer's associations to post a tweet about their things that will appear on their disciples'course of occasions. Starting there, their aficionados can "retweet" the message and allowdistinctive customers to view it who tail them. Check and Spencer's usage Twitter to keeptheir customers instructed about the things they offer and things they will soon offer. Insta- Page 8 of 21Entrepreneurial Leadership and Project Managementgram is a photo sharing venture and web-based systems administration webpage that licensescustomers to take a photograph and grant it to in every way that matters the world. The or- ganization is free allowing various buyers and moreover associations to adventure its organi- zation(Gunelius, 2011). Mark and Spencer's UK based retailer organize that grants customers to request any kind ofquestion about the retailer things. Each response focuses on evacuating the negative informa- tion concerning their retailer things seen on the web. Ordinary advancing methods that aremore constrain based and incorporate media buying, content promoting uses a push build ap- proach where content lives as for had media. Ideally, every promoting on mechanized chan- nels should be solidly associated with the general substance strategy of the Mark andSpencer's affiliation. This fuses internet systems administration and pays per click promoting,webpage outline change, publicizing methods, furthermore, inbound showcasing for makingmore development and leads(Gunelius, 2011). As demonstrated by the Content MarketingInstitute, Content advancing is a key publicizing approach focused on making and coursingessential, appropriate, and dependable substance to attract and hold a proposed premiumgathering and finally to drive beneficial customer action. Today, given the propelling solicita- tions of painstakingly savvy customers, client driven substance shapes the foundation of aviable multichannel B2B and B2C promoting the system.Develop a fused electronic promoting plan that considers the creation, repurposing, im- provement and syndication of substance that will work over all their propelled channels(Illingand Peitz, 2006). The best cross-channel progressed showcasing exertion pass on substanceand message through a collection of channels and media, including:? Animate searchPage 9 of 21 "